Says Anna Jones, national marketing manager of Red Rooster: "Red Rooster has been an iconic Australian brand serving roast chicken
to Australian families since 1972, but the world around us has changed.
Competition has proliferated and strengthened, attitudes to food have
changed and customers are savvier than ever. This campaign is the first
from a brand that is changing tack."

TLC - or tender loving chicken - now
runs core to Red Rooster's offering and beliefs. It's a brand passionate
about real food; about the very best roast chicken and a menu free of
hormones, artificial colours, flavours or added MSG. It's a brand that
believes that meal times are the best times - to collect, comfort,
reconnect, celebrate and enjoy.

Says Jones: "It's time for Red Rooster to
move forward, for us to re-invigorate and re-capture our iconic position
and take our own path. Red Rooster exists to bring people and families
together around Australia's best roast chicken and we want to stay true
to this cause. We believe everyone needs a little bit of TLC."

The campaign was developed before and during the
recent creative agency pitch that Red Rooster held in partnership with
its strategic agency, Brand Council. The winning creative agency, Naked
Communications has the task of developing this new creative direction
further for the future.

Executed across TV, radio, outdoor,
cinema, the fully integrated campaign will have a strong digital, search
and social presence.

Brand owner says "That's us! That's why we exist! I love it! It tugs my heartstrings and makes me feel connected to our customers! This has to be the script for our next ad!"

Consumer says, "Huh, say what? I should buy your chicken because you've managed to understand a basic human truth that sometimes people eat dinner together and played that back to me soundtracked by some twee music? Ok."

To be read aloud over non confronting music with some really bad acting or something.

Male or female VO:
Every person reaches a time in their career.
That time when they just couldn't give a shit anymore.
Briefs comes and go. So why try and make anything decent?
Take the seven point proposition and tie a human emotion around it.
Something really vague that everyone can relate to. Unless you're a squid.
Squids are shit. According to research, and that weirdo who's at every group.
The one who eats the iced vovos. Maybe he's the reason you suck at advertising?
Or maybe it's because you spend less time writing a script than it takes to do a shit?
Unless you've got diahreaoah. Don't worry, the proofreader will fix that.
Argue over how to spell diahreorhas for a while with your partner - just to pretend you care.
Get it approved by the client without the slightest hint of regret or shame.
Realise you have 53 seconds of voice over to fit into a 30 second ad.
Blame the media company for not booking a 60 second. Stupid media company.
Then go home knowing the client was really, really happy.
At bland co, we believe every ad should have voiceover.
Because it's the best way to say 'We've got nothing to say.'

You do realise that all chicken in Australia is hormone free? Has been since 1968 - its the law! This is not a point of difference for Red Rooster. Neither is no artificial colours, flavours, or MSG - its chicken, no chicken in Australia comes with any of that.